Opiria - A Marketplace for User Data
In May this year EU will put into effect GDPR (General Data Protection Regulation) - a set of rules that will strip Internet giants from the ability to freely collect whatever they want related to our personal data. And this is going to have serious consequences for the whole marketing process, the way it's established now. The thing is, many brands, companies, advertisers heavily rely on data, gathered through observing user behavior on social networks and search engines. If this flow of information dries out this marketing machine will be, figuratively speaking, out of gasoline, and it won't be able to function normally. This will lead to life and death kind of situations for many businesses unable to use marketing leverage.
The collection of data related to user activities is vitally important for marketing. This is currently done without explicit user consent; data collecting companies just presume that we wouldn't mind. That data is then resold to companies that use it for assessing users' reactions, revealing their preferences and habits, which would allow the companies to create more precise and targeted marketing message.
This model is fundamentally flawed. Internet platforms surreptitiously gather information about users, who, in fact, are not interested in providing it. They are concerned about their privacy (and rightfully so) and take steps to hinder the efforts of those data brokers. They block cookies, use VPN, provide false and misleading information. An alternative approach would be motivating users to provide information voluntarily. An obvious candidate for the role of incentive is the monetary encouragement. Also, being personally motivated, users can provide much better and insightful information than that the Internet platforms gather without their knowledge. For example, they can fill questionnaires, surveys, devoting their time specifically to support marketing research. After all, consumers are interested in companies producing products and services they'd like.
Opiria is a blockchain startup, intending to realize this concept of user data marketplace where the users share their information in exchange for monetary rewards. There are several things about this project that would make sense to emphasize: The project didn't emerge out of the blue. It already has an experience working in this area; particularly it collaborated with major German automotive companies Mercedes-Benz, BMW, and Audi that used Opiria's services for shaping their marketing strategies. The project has a working prototype. Also, the platform blockchain based implementation is supported by iOS and Android apps.
Technically Opiria doesn't store user information on its platform. Instead, it stores information about whereabouts of data, namely it creates some sort of link to user devices (smartphones and laptops) where that data is stored locally. It means that every time the project agrees to provide data to a customer, it pulls that data in an encrypted form directly from users' smartphones and laptops.
The information exchange protocol consists of two phases. First, in order for a platform customer to get access to user's data, it receives user's private key. (encrypted with customer's own public key to prevent interception). Then the user sends the data, encrypted with his/her public key, and the customer uses the previously received user's private key to unlock the data.
According to Opiria White Paper, the project going to collect a vast scope of user behavior related information, including biometrical observations such as eye movement tracking and facial expression recognition. In other words, the project claims that it can precisely analyze user reaction and emotions in response to the presence and positioning of certain elements on web pages.
All the monetary operations on the platform, including payments and user rewards, are going to be conducted using Opiria PDATA tokens.
Starting from April 2018 Opiria will conduct TGE and token sale, with plans to issue and distribute 750,000,000 PDATA Tokens
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